Yungblud announced the opening of his first ever store and fan club Beautifully Romanticised, Accidentally Traumatised (B.R.A.T for short) yesterday. The store will launch on Denmark Street, London, on August 7 with “the biggest day party I’ve ever thrown”, according to Yungblud.
Yungblud went on to say, “This building is a literal physical space where you can place your hands upon its bricks and belong. Here we have built a place to be yourself and find people with similar ideas to you. Whether it be to buy the clothes we make, come for a coffee, buy a beer, watch music, do an art class or just come and play pool you’re welcome, all we demand from you is that you spread the love.”
The location is a cultural hotspot for music lovers with its origins as a sheet music supplier. The spot then got the popular nickname “Tin Pan Alley” as an homage to American music publishing. The street has homed some iconic music shops like Francis Day & Hunter along with high-rise recording studios. Denmark street has since become a huge location for music venues, with some of its biggest shows from The Rolling Stones, The Kinks, Jimi Hendrix and so many others.
Yungblud credits the street, saying it “has paved the way for The Best of British music since the 1950s. I grew up on the street. It has always been my dream to have a building here.”
The store will be a hangout spot and live music venue, whilst selling the artist’s iconic merch lines. Fans have been sharing their excitement on social media, photographing the upcoming store in all its b.r.a.t glory.
Many were also speculating in the comments whether the artist will make an appearance at the store opening.
Yungblud has been making huge moves with his latest projects, sharing his latest album ‘Idols’ last month. This new record explores true authenticity and vulnerability. He told Sound Of Brit “I never met David Bowie, I never met Freddie Mercury. Everything I got from that poster, or learned from that music, came from within me,”. This sentiment makes his Denmark Street project all the more personal, understanding his music roots and appreciating his artistry as his own.
Sign up to attend the launch here, and find more updates on his official website.
